Summary

This is a story of how a brand found stunning success in a category where it had no right to exist. More than that, it's a story about the power of authenticity; it's about 'being your best you'.

By 2012, when Sky had been selling broadband for six years, a big problem had emerged: key competitors - BT, Virgin Media and TalkTalk, had successfully aligned themselves to each of the three main reasons to buy.

Virgin Media was fast.

TalkTalk was cheap as chips.

Good old BT owned most of the network, so it was reliable, right?

Simply trying to outshout competitors about their core strength was unlikely to deliver the ambitions Sky had. After all, Sky was surrounded by bona fide telecoms providers whilst being anything but.